Diageo GB to launch 10-year-old Bulleit bourbon in UK

Bulleit Bourbon 10-Year-Old

Diageo GB is to introduce the 10-year-old expression for Bulleit bourbon in the UK to offer a super-premium upsell within the range.

Launched in 2013 in the USA only, it is made to the same mash bill as Bulleit Bourbon, with its high rye content, but aged in heavily charred American white oak for 10 years instead of six.

Bottled at 45.6% ABV, it has rich notes of oakiness on the nose with flavours of vanilla and dried fruit and a long, slightly smoky finish. The extra ageing creates a smoother liquid but with spice remaining from the rye.

Joe Tivey, Bulleit brand ambassador in the UK, said: “It is more of an upsell – for sipping, over ice or bourbon-based cocktails.”

He recommends it for an Old Fashioned or for upgrading longer drinks such as a Mint Julep. “It has more of a robust flavour that stands up against other modifiers and flavours. We are trying to break those preconceptions that people think that it can’t be served long.”

Nick Temperley, head of Diageo Reserve GB, added: “Bourbon is a category loved by UK consumers and Bulleit is making gains in both the on- and off-trade and outperforming the category – up 54% in volume.

“We are confident that Bulleit 10-Year-Old will add to the popularity of the Bourbon category, providing a fantastic base for a number of seasonal serves such as the Smoked Maple Old Fashioned.”

Diageo GB is also looking to bring over Bulleit Bourbon Cask Strength, which is bottled without dilution at 59.5% ABV, after its successful launch in the US last year, although no date has been set.

Smoked Maple Old Fashioned by Joe Tivey
45ml Bulleit 10-Year-Old
10ml Peppered toffee popcorn syrup
Bulleit barrel stave smoke
Orange-infused white dog mist
Stir ingredients together and serve over ice in a rocks glass that has been lightly smoked with the burning stave.

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